Having reshaped the British grocery landscape, discount supermarket Lidl has announced its first fashion line. As competition for ‘top UK supermarket’ steps up, is selling jeans next to the milk aisle now non-negotiable? And what does it say about our changing shopping habits?

As UK shoppers adopt an increasingly frugal mindset, the perception towards value products is changing. Despite traditional ideals, the majority of Brits now consider supermarket own-label products to be on par, and two in five consider them better, than branded equivalents.

Despite introducing Pound Zones and multi-buy offers, Tesco is losing customers, while the likes of Aldi and Lidl are fast becoming the UK’s favourite supermarkets. Why aren't Tesco's discounts attracting the growing number of bargain-hunters?

With half of the UK population now passing through the doors of discount retailers and their sales showing double digit year-on-year growth, there’s certainly an appetite for discounted goods. But what’s behind this shift? And how is it affecting the UK’s retail landscape?